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Client Referral Program

Champion ONE Client Referral Program
by

Sherry Cao

on 7 November 2013

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Transcript of Client Referral Program

EXECUTIVE SUMMARY
CURRENT SITUATION
MAIN OBJECTIVES
CASE STUDY: DROP BOX
BE A CHAMPION™
PLAN OF IMPLEMENTATION
BUDGET & MORE
QUESTIONS?
Agenda
1. Introduction
2. Main Objectives
3. Current Situation
4. Case Study
5. Be a Champion
6. Plan of Implementation
7. Future Growth
8. Questions?
Referral Program:
Proactive and self-sustaining approach toward acquiring customers through referral marketing

Reference Program:
Systematic approach to catalog and dispatch specific needs of prospective customers
10%
21%
7%
Estimated percentage of customers from referrals
Actual
percentage of customers from referrals
Percentage
of new customers from Abovenet
(+)
(-)
Significant amount of new customers by referral without systematic approach, foundation of great service
Lack of formal program equals missed opportunity for repeatable success
Why superheroes?
1.
2.
3.
Set lasting pattern of evaluating salesperson/customer relationship
and then asking for referrals
20% of all new customers should come from referrals by end of 2012
60% increase in sign ups due to referral program
"Hears about Drop Box from a friend, blog etc and tries it"
"'I didn't realize I needed this'"
"It actually works"
"Unexpectedly happy"
"tells friends"
2-sided Program
- Provides incentive for prospective users to actively seek current users

- Creates dialogue (and network) within prospective and current users
Today
Total Referrals
AboveNet
57
12 (21%)
4 (7%)
53*
8 (15%)
0
Short Term Goal
30% of all new customers should come from referrals by the end of 2013
20% by end of 2012
*without AboveNet
20% of 25 new customers (Oct-Dec) = 5 new customers
Average sales/customer = $7,352
= $36,760
Prepared materials:
Thanks to the Sales Team for answering constant questions about their customers, to Bob and Lish for supplying data, statistics and spreadsheets and to Keith for providing great guidance and feedback
http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587

http://extole.com/

http://www.slideshare.net/reubenrail/the-referable-seven

http://www.slideshare.net/guycat/referralmarketingguide
Main message should be genuinely about wanting to share the good news about Champion ONE. Rewards come secondary, which is what the term “perk” suggests.
Our 2-sided system gives referred customers a 5% discount off their first order, as well as perks to those who refer their friends to us.
Perk System
Additional developments to Be a Champion Referral Program may include:
Additional Tier (Platinum?)
Alternative Referral Methods
Amendments to Perk System technicalities
BE A CHAMPION™
Comprehensive, incentive-based program that involves
both Champion ONE and our customers to generate prospects and future customers
Key Drivers
Approach
1. Mentality, psychology and recognition of being a "Champion"
2. Triple Tiered Perk System
Current Customers
New Customers
1. Personalized email campaign 9/17
2. Follow up phone call for those who click through
1. Once Sales Rep closes sale, ask Post-Sale Account Management Related questions
2. With introduction of welcome package,
introduce referral program/ask for referrals
Integrate program into overall customer satisfaction mission
(i.e., post-sale questions, welcome package)
Long Term Goal
30% by end of 2013
"ROI"
Website Design: $2,825
FTE: $2,000
$4,825
Expected annual revenue
with long term goal
$4,825
$90,175
-Script
-PDF/Handout
-Landing Page
- Welcome Package
Welcome Package
PDF/Handout
Script
$95,000
Next Steps:
Landing Page
Button
Approval
Development of Program
Assignment of Tasks
Implementation

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